Role Objective:

We are looking to hire a hands-on D2C leader to own and scale Brand s Direct-to-Consumer (D2C) business end-to-end.

This role will be responsible for driving profitable growth, building a high-performing D2C engine, and delivering a best-in-class customer journey across acquisition, conversion, retention, and loyalty.

This is a builder-operator role, suited for someone who has run an online business at scale, not just managed agencies or dashboards.

Key Responsibilities:

1. Business Ownership & P&L

- Own the D2C P&L including revenue, contribution margin, CAC, LTV, and repeat rates

- Drive profitable growth, not vanity scale

- Set quarterly and annual D2C growth plans with clear KPIs

2. Performance Marketing & Growth

- Lead performance marketing across Meta, Google, Affiliates, Influencers, and Emerging Channels

- Deep understanding of:

o CAC vs LTV dynamics

o Creative-led scaling

o Attribution & incrementality

o Funnel-wise optimization (TOF - MOF - BOF)

- Ability to personally review and challenge media plans, creatives, and landing pages

- Experience scaling spends from - 1-2 Cr/month to - 10 Cr+/month responsibly

3. Customer Journey & Experience

- Own the entire customer journey:

o Discovery - PDP - Checkout - Fulfilment - Post-purchase - Repeat

- Improve conversion rates, AOV, and repeat purchase through journey optimization

- Partner with tech, product, and CX teams to remove friction across the funnel

- Strong instinct for consumer behaviour, fashion buying triggers, and retention levers

4. Retention, CRM & Loyalty:-

- Build a strong repeat and loyalty engine (Email, WhatsApp, Push, Memberships)

- Improve cohort retention (M1, M2, M3+) and frequency

- Own CRM strategy, segmentation, and lifecycle programs

- Ensure D2C becomes a relationship channel, not just a transaction channel

5. Team Leadership & Execution

- Build and lead a lean, high-output D2C team across:

o Performance marketing

o CRM / retention

o D2C ops & analytics

- Strong ability to work with in-house teams + agencies

- Sets high bar for execution, speed, and accountability

Ideal Candidate Profile

Experience

- 10+ years of experience in D2C / e-commerce / digital-first brands

- Has run a scaled D2C business (fashion / lifestyle preferred)

- Proven experience owning growth + margins, not just traffic

- Experience in high-frequency consumer categories is a plus

Skills & Mindset:

- Hands-on operator - comfortable deep-diving into numbers, creative, funnels

- Strong understanding of performance marketing mechanics and customer journeys

- Data-driven but consumer-first thinker

- Comfortable in fast-paced, founder-driven environments

- Bias for action, experimentation, and learning

Success Metrics (First 12 Months):

- Sustainable growth in D2C revenue & contribution margin

- Improved conversion rate, repeat rate, and LTV/CAC ratio

- Reduced dependency on discount-led growth

- Strong, predictable performance marketing engine

- High internal confidence in D2C as a strategic growth channel